The brand audit is conducted in the following three areas:

1. Brand Audit - Current Guest

The exit interview section of the Brand Audit is a propriety brand analysis system that measures, both quantitative and qualitative performance factors and the overall effectiveness of your brand against your perceived competition and is broken down by attributes (food, service, selection...). This audit is conducted through the exit interview format as it allows for full customer candor immediately after experiencing your brand in action. The audit reviews the following Brand Topics:

• Brand Differentiation - Your Brand's capacity to stand out in a crowded marketplace and why.
• Perceptual Esteem - Your Brand "perceived quality" ratings against your competitors in key attributes.
• Brand Relevance - Your Brand effectiveness in generating top of mind awareness and usage against your competitive set.

BrandStand will arrange all the details of the Exit Interview and data collection process. The Brand Audit quantitative section will compare your results in the above core brand competencies versus our database both on an average and best in category format. The Brand Audit goes beyond just collecting and comparing data; it focuses you and your team on actionable improvement items.

2. Brand Audit - Conversion Ratios

Conducted through in home phone interviews; the Brand Conversion Audit measures your brands guest conversion ratio: Brand Awareness - Trial - Repeat - Loyalty

This conversion ratio is also compiled for your competition and comparison data by attribute is given. All scores are compared to the BrandStand Group database and an in-depth analysis is completed.

BrandStand will arrange all the details of the phone interviews and data collection process based on the sample units selected.

3. Brand Audit - Best Practices

The Best Practices section is a self-audit conducted by the organization's leaders and key personnel. The Best Practices Audit assesses the "10 Core Competencies of Strong Brand Management" - the systems, procedures and techniques that support successful and profitable restaurant operations.

The survey allows us to assess your strengths, weaknesses, opportunities and readiness to develop an effective brand.

The Results
Once the Brand Audit surveys are completed, BrandStand will visit the concept with the intent of exploring the learning from the data by conducting "Pulse" interviews with key executives, management, staff and customers. The qualitative insights from these interviews coupled with personal observations will help "round out" the conference report.

During this visit we will give an in-depth "preliminary" findings report and dialogue with top executives and key personal. BrandStand will deliver these findings in an overview fashion but will actively participate in discussions on issues and potential solutions.

Following this visit, BrandStand compiles all the data from the "Best Practices Analysis", "Brand Audit" and the personal observations to generate a comprehensive Brand Report that is a 360-degree analysis of your brand traits. This Analysis will be delivered in a conference report format and include:

• Key Finding
• Conclusions
• Recommendations
• Action Items

BrandStand will conduct a one (1) hour debriefing conference call to review the final audit and answer any new questions or issues that might arise from the final report.